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News - January 11, 2012

Bear Grylls Goes “Wild” for the Dockers® Brand With the Introduction of the Khaki Leader’s 2012 Global Marketing Campaign

SAN FRANCISCO (January 11, 2012) – Today, the Dockers^® brand is proud to unveil the first visuals from the latest evolution of its international, Wear The Pants^® marketing platform featuring Bear Grylls, star of multiple extreme survival programs. The campaign will pair Grylls’ rugged charisma with the latest in refined, approachable masculine style from the world’s most authoritative khaki resource, the Dockers^® brand. Portions of the campaign were shot in the “wilds” of Manhattan, including a series of outdoor scenes photographed in the city’s beloved Central Park, by lens-man Koto Bolofo.

The Dockers^®brand’s tongue-in-cheek Wear The Pants^®campaign, launched in late 2009, continues to celebrate the re-emergence of khakis as the go-to everyday pant for men around the world, but now the platform also celebrates passion, purpose and empathy. The Wear The Pants^®campaign continues to spark conversation about what it means to be a man today. The latest iteration of the campaign will feature Bear Grylls in celebrated Dockers^®styles such as the Signature and Alpha Khaki silhouettes and will be seen around the globe. The Wear The Pants^® campaign was created in partnership with DraftFCB, San Franciscoand is fully integrated with print, billboard, radio, social media, in-store and digital marketing components.

“Bear Grylls is a real-life hero, the perfect embodiment of our Wear the Pants^®campaign," offered Jen Sey, senior vice president of global marketing for the Dockers^®brand, on the selection of Bear as the face of the 2012 campaign. "We’re thrilled to be teaming with him, a TRUE man of action and ingenuity, out braving and conquering the world, doing what he loves. His passion and drive as well as his commitment to his family resonate with the spirit of the Dockers^®brand and the Wear the Pants^®campaign.”

“It was a lot of fun to be part of the Wear The Pants^® 2012 campaign. I’m always looking for rugged, durable clothing from brands like Dockers^® that are approachable and accessible,” said Bear Grylls.

Known across the globe as a go-getter with a passion for outdoor adventure and survival, Grylls grew up in the United Kingdom on the Isle of Wight, where he trained from a young age in climbing, sailing and the martial arts. He then went on to serve three years as a soldier in the British Special Forces, with the SAS, during which time he mastered many of the skills that his fans all over the world now get to watch him execute on television as he challenges the toughest jungles, deserts and mountains on earth. Man Vs Wild has generated a huge global audience of 1.2 Billion viewers who tune in to see the modern-day action man pit his wits against the worst that mother-nature has to offer.

With his never say die spirit and skilled background, Grylls has enchanted audiences around the world, building a huge, loyal fan base. A genuine doer, Grylls is also among the youngest climbers to ever reach the summit of Mount Everest. He was awarded an honorary commission as a Lieutenant Commander in the Royal Navy and has authored 10 books, including the No. 1 best-seller “Mud Sweat and Tears.”

Grylls has also led record-breaking expeditions from Antarctica to the Arctic, raising over $2.5 million for children worldwide in the process. Gryllsis also the youngest ever Chief Scout to 28 million young Scouts around the world.

Grylls can next be seen on tour on “Bear Grylls: Mud, Sweat & Tears Live” shows in Norway, UK and US in 2012.

This combination of drive coupled with his philanthropic spirit makes Grylls the perfect addition to the Dockers^®brand's Wear The Pants^® campaign. The 2011 Effie Award winning Wear The Pants^® campaign asserts a new definition of manhood for today; one rooted in masculine maturity, but also in courage, chivalry and sensitivity.

The 2012 evolution of this platform continues with this global positioning that celebrates the curious, industrious spirit of the doer, the go-getter who seizes opportunity and realizes his dreams. The Dockers^® brand’s latest campaign features an assortment of evolved, modern Dockers^® styles perfect for the “wild” situations everyday life can present.

About the Dockers® Brand

The Dockers® brand has embodied the spirit of khaki for more than 25 years. Since its introduction in 1986, the Dockers® brand has been perfecting khakis—and the essential goods to go with them—for men and women all over the world. No compromises in quality. Just versatile, essential style. Day to night. Monday to Sunday. Wearing the pants has never looked so good. For information on the Dockers® brand and its products, please call 1-800-DOCKERS or visit www.Dockers.com.

Media Contact:

Shaun Lewis
Dockers^® Public Relations
slewis@levi.com
212.704.3217

Heather Krug
Rogers & Cowan
hkrug@rogersandcowan.com
310.854.8156

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Library Document:

Bear Grylls Goes “Wild” for the Dockers® Brand With the Introduction of the Khaki Leader’s 2012 Global Marketing Campaign

PDF Document: final-dockers-brand-names-tvs-bear-grylls-star-its-2012-wear-pants-ad-campaign-press-release.pdf Publication Date: Wed, 2012-01-11

Library Document:

The Levi’s® Brand Opens Bespoke Two-Story Store on Amsterdam’s Busiest Shopping Street

PDF Document: final-levis-lsema-amsterdam-store.pdf Publication Date: Thu, 2011-12-08

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News - October 12, 2011

Introducing Industrie Denim – A New Retail Concept Dedicated to Premium Denim

(SAN FRANCISCO) OCTOBER 12, 2011 – Levi Strauss & Co. and American Rag founder, Mark Werts, today announced a collaboration on a new premium denim concept called INDUSTRIE DENIM. This concept will come to life through stores owned by INDUSTRIE DENIM LLC as well as online at www.IndustrieDenim.com. The first store opened in Scottsdale, AZ earlier this month and a second store will open in San Francisco on October 14, 2011.

Levis Strauss & Co.worked closely with INDUSTRIE DENIM LLC on the initial strategy, concept, and look and feel for the stores. Staffed by fashion savvy sales associates dubbed “jean-iouses,” the new INDUSTRIE DENIM premium stores will showcase more than 100 of the world’s most sought-after denim collections, including Levi’s® Red Tab, Levi’s® Made & Crafted, Levi’s® Vintage Clothing (LVC), Dockers®, along with other premium denim brands.

INDUSTRIE DENIM will provide shoppers with an unparalleled selection of the world’s top denim brands at a wide range of price points, as well as an exceptional standard of service that includes expert consultation with staff and on-site alterations and the exclusive “Booty Cam” fitting room experience, which allows shoppers to see how the jeans look and fit from every possible angle, including the back.

Mark Werts, Industrie Denim LLC CEO, said, "We're having an outstanding time working with Levi's in launching these concept stores. From the moment Industrie Denim was conceived until now, the chemistry has been spectacular and it has been a magical project with a 1000 pieces falling into place to create something dynamic and unique for our customers."

The two current brick and mortar INDUSTRIE DENIM locations in Scottsdale and San Francisco feature industrial store interiors with decorative accents distinct to both cities. Additional stores are expected to open in 2012.

Robert Hanson, Global President of the Levi’s® brand said, “In today’s world, denim is the ultimate and most versatile fashion option for every possible occasion and we know shoppers want choices when it comes to finding the best style for them. INDUSTRIE DENIM offers denim aficionados the premium shopping experience, fit, value and craftsmanship that they’ve come to expect from the Levi’s® and Dockers® brands.”

Store Details

San Francisco (Opening October 14, 2011):
300 Grant Street
San Francisco, CA 94108
415-397-3800

Scottsdale (Open):
15279 North Scottsdale
Scottsdale, AZ 85254
Phone: (480) 270-8123
Store Hours: Mon.-Sat. 10-9; Sun. 12-6

About INDUSTRIE DENIM LLC
INDUSTRIE DENIM is a collaboration between American Rag founder Mark Werts and his long-time partners Rudolph Faulcon and Larry Russ with Levi Strauss and Co. forming Industrie Denim LLC. Combining the impressive experience of both denim vanguards, each INDUSTRIE DENIM location offers a uniquely designed, authentic space featuring an inspired selection of the best denim in the world. The price points are wide and inviting to a broad range of fashion savvy customers. INDUSTRIE DENIM also delivers an exceptional standard of service that includes expert consultation with staff, alterations and the exclusive fitting room Booty Cam, which allows shoppers to view how the jeans appear from behind. This patent-pending wonder has gained a flurry of media coverage for providing an innovative way for shoppers to ascertain the fit of the jeans. It’s of particularly importance to the market as a recent Retail Monitor report shows that approximately fifty percent of consumers rank fit over all other factors such as style, price and brand in deciding their denim purchase. INDUSTRIE DENIM’s retail model challenges the single brand denim store while leaving the door open to eventually create and develop its own eponymous label.

About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen™ brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and franchised and company-owned stores. As of August 28, 2011, the company operated 499 stores within 31 countries. Levi Strauss & Co.’s reported fiscal 2010 net revenues were $4.4 billion. For more information, go to http://levistrauss.com.

MEDIA CONTACTS:

Kris Marubio
Levi Strauss & Co.
(415) 501-6709
kmarubio@levi.com

Dorothy Mannfolk
INDUSTRIE DENIM
(818) 557-7447
dorothy@mannfolkpr.com

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Library Document:

Introducing Industrie Denim – A New Retail Concept Dedicated to Premium Denim

PDF Document: final-industrie-denim-october11.pdf Publication Date: Wed, 2011-10-12

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News - October 5, 2011

Levi Strauss & Co. to Webcast Third-Quarter Conference Call

SAN FRANCISCO (October 5, 2011) – Levi Strauss & Co. (LS&Co.) will host a conference call to discuss the company’s financial results for the third quarter ended August 28, 2011. The call will be held on Tuesday, October 11, 2011 at 1:00 p.m. Pacific/4:00 p.m. Eastern Time, and will be hosted by Chip Bergh, president and chief executive officer, and Blake Jorgensen, executive vice president and chief financial officer.

To access the live webcast, please visit http://www.levistrauss.com/investors/earnings-webcast or dial in to listen to the live call at: 800-891-4735 in the United States and Canada, or 973-200-3066 internationally; I.D. No. 15016647.

A same day replay of the Webcast will be available on http://www.levistrauss.com/investors/earnings-webcast at approximately 4:00 p.m. Pacific on October 11, 2011 and archived on the site for one month. A telephone replay is also available through October 18, 2011, at 800-642-1687 in the United States and Canada, or 706-645-9291 internationally; I.D. No.1501667.

To access the news release on October 11, 2011, please visit http://www.levistrauss.com/news/press-releases.

About Levi Strauss & Co.

Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen™ brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and franchised and company-owned stores. As of May 29, 2011, the company operated 498 stores within 31 countries. Levi Strauss & Co.’s reported fiscal 2010 net revenues were $4.4 billion. For more information, go to http://levistrauss.com.

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Library Document:

The Dockers® Brand Offers Men Another Reason to “Wear The Pants” With the Introduction of its Newest Style, the “Alpha” Khaki

PDF Document: final-dockers-alpha-release.pdf Publication Date: Wed, 2011-09-14

Library Document:

The Dockers® Brand Teams with Alexander Wang and Emerging Menswear Designers to Introduce a New Limited-Edition Collection, Celebrating the Endurance and Versatility of Khaki

PDF Document: final-gq-bnmda-x-dockers-collection-release.pdf Publication Date: Wed, 2011-09-07

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News - September 2, 2011

Levi Strauss & Co. Appoints Stephen Neal Chairman of the Board

SAN FRANCISCO (September 2, 2011) – Levi Strauss & Co. (LS&Co.) announced today that it has appointed Stephen C. Neal Chairman of the Board effective immediately. Mr. Neal has been a director of LS&Co.since 2007 and is the Chairman of the law firm Cooley LLP. He was formerly CEO of Cooley and, prior to that, was a partner at Kirkland & Ellis. He has served and advised numerous boards of directors, special committees and individual directors on corporate matters.

Mr. Neal succeeds Richard Kauffman, who resigned after having served on the company’s Board of Directors since 2008 and as Chairman since 2010. Richard Kauffman has been appointed as a senior advisor to the U. S. Secretary of Energy Dr. Steven Chu.

“We are extremely grateful to Richard Kauffman for the significant leadership he provided during his tenure with our board,” said Robert Haas, Chairman Emeritus of Levi Strauss & Co. “Under his stewardship, our company successfully pursued global growth opportunities and strengthened its brand offerings. We wish him well as he moves to the public sector.”

“We are very pleased that Steve Neal has agreed to assume the role of Chairman,” added Mr. Haas. “Steve is a highly-respected executive and boardroom veteran. We are confident his oversight will continue to drive growth and performance at the company.”

“It has been a privilege to serve as Chairman of the Board of this outstanding company,” said Richard Kauffman. “Though I am leaving during an exciting time of growth and expansion, the opportunity to fulfill a lifelong dream of doing public sector work that combines my career expertise in renewable energy and finance is something I could not pass up. I am confident that under the very capable oversight of Steve and the leadership of the skilled management team, the company won’t miss a beat.”

About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen™ brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and franchised and company-owned stores. As of May 29, 2011, the company operated 498 stores within 31 countries. Levi Strauss & Co.’s reported fiscal 2010 net revenues were $4.4 billion. For more information, go to http://levistrauss.com.

Media Contact:
Kris Marubio
Levi Strauss & Co.
(415) 501-6709
kmarubio@levi.com
newsmediarequests@levi.com

Investor Relations Contact:
Chris Ogle
Levi Strauss & Co.
(800) 438-0349
cogle@levi.com

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